Senior marketers believe that their efforts are under more scrutiny these days, and consistent with that perception, count accountability as their top concern this year, per results from an Association of National Advertisers survey. 64% of the 155 senior marketers surveyed tabbed accountability a top-3 concern, defined by the survey as “developing and measuring return on marketing investments, how and what processes to put into place, what to measure, and how to move from measurement to action.”
Following accountability as a top concern is integrated marketing communication, cited by half of the respondents. This refers to the challenge in bringing together various marketing channels, including the internet, advertising, public relations, event marketing, promotions, word-of-mouth, and packaging, among others. Other top concerns include aligning the marketing organization with innovation (“structuring a marketing organization that facilitates and encourages outstanding marketing communications and business results” – 44%) and building strong brands (“the challenge of building brands for the long-term while being accountable for delivering short-term quality results” – 41%). Read the rest at MarketingCharts.
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